Campaigns: Consumer - Conti Tyres bounces out of motor press

Campaign: Conti Great Days Out
Client: Continental Tyres
PR team: Inside Media
Timescale: April-September 2009
Budget: £3,000

Continental Tyres asked Inside Media to move it out of the motoring press and into general consumer media. This meant extending the brand name beyond tyres. The PR team came up with a campaign to support Continental's summer offers website, Conti Great Days Out, which gave discounts on days out throughout the UK.

Objectives

- To promote the Conti Great Days Out site

- To move the Continental brand outside the motoring press and position it as a trusted family brand

- To increase the visibility of Continental in consumer press.

Strategy and plan

The team worked with OnePoll and 72Point to carry out a survey of 2,000 families. The data was used to devise a formula for the perfect day out, which was used as a news hook to launch the site. This was followed with a general consumer push aimed at families looking to save money.

Measurement and evaluation

The Great Days Out formula was covered in the Daily Express, including in an opinion piece, The Sun and The Scotsman, as well as in Look and Best magazines.

Results

There were 35,661 visits to the Great Days Out website during the campaign period and 4,872 discount vouchers were used.

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